Identifying user scenarios is a vital part of a website strategy and will help optimize your website for conversion. Brian Lewis, conversion strategist, defines user scenarios and how they relate to your web strategy.

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Hello, everybody, my name is Brian Lewis and today I'm going to be talking about user scenarios. Now, what are user scenarios? Well, a lot of you are probably familiar with a persona and a scenario
is very similar to a persona but with some slight differences. Personas are very demographically driven. An example of persona would be a 33-year-old soccer mom who has two kids, drives a minivan, goes to church on weekends. Personas can be very good for product development purposes but for really optimizing your
website for conversion we found that user scenarios work even better.

And a user scenario, similar to a persona, is comprised of two main elements: the role of the visitor and the task. Now, when it comes to role think about the context that brings the visitor to the site. Think in terms of what is their level of knowledge about your product or service, what are their motivations, what biases might they have, what levels of fear, what would be the real motivators for them? So we want to think about what's going on in their mind.

Then when we think about task, now that one's a little bit easier to grasp. Task is: why are they on the site, what is it that they're looking to accomplish? We want to make sure that we're incorporating both the role and the task because that's going to help give us the blueprint for how we're going to design the site. Once we've identified the key user scenarios which generally are about 5 for your site, you then really identified the typical types of visitors to your site. Now you know how to design your homepage, your internal pages, and your navigation to make sure that it's very clear and intuitive for those visitors to accomplish the task that they're looking for.

Thank you very much.

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